Livewire’s new CEO on unlocking gaming’s billions

Gaming marketing company Livewire this morning announced its appointment of Fiona Mellor as CEO of the APAC region.

Mellor, who spent 20 years at News Corp, believes advertising in games can be at least as effective as traditional marketing, and is on a mission to bring it into the industry mainstream.

“It’s got bigger audiences than social media,” Mellor told Mumbella. “Gaming is eating more attention than social media. I see it as a mainstream, and I’ve come from mainstream media [which is] big audiences that can be cut all different ways.”